Before you jump head first into the social media abyss I recommend that you take a step back and ask yourself two fundamental questions:
• What do I want to gain from social media?
• What am I willing to invest?
I find that these two questions help to define your end goal and gives you an idea of how you’re going to get there. Otherwise, you’ll find yourself spending a great deal of time Tweeting/blogging/StumblingUpon etc., with little measurable gain.
In thinking about what you want to gain, consider what your overall business objectives are. If you’re looking to gain brand exposure, build recognition as an expert in your field or cultivate a following, you’re going to take a slightly different approach from someone who is looking for direct leads or developing partnerships. As you define your end goal, you’ll have a better idea of who you are targeting, and how you’re going to get in front of them.
Now consider your personal investment. This includes money, time (which is again, money), interest and talent. Although social media is largely free, there may be a need for a custom design or upgraded service to help you along the way. Social media can quickly suck up every waking hour of your day, so consider how much time you can dedicate to a strategy before you start spreading social love through every conceivable method possible.
Most importantly, take stock of your talents and interests. Does writing make you cringe in horror? You might not want to become a prolific blogger but if you have a ton of visual assets and love taking pictures of the fruits of your business labor, then you may just take a different approach.
As a little homework exercise, consider your goals for a social media campaign and then do the personal inventory of your time, money and interest. Also take a few moments to define your target audience(s). Consider who they are, male/female, age, interests, income brackets, and where you are most likely to find them online.
Next up, we’ll show you how to put your virtual ear to the ground to hear what your peeps are saying, and what they need.
photo by fredcavazza
{ 0 comments… add one now }